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Nir and Far -- Want To Hook Users? Drive Them Crazy

'...feedback loops aren’t cutting it. Users are increasingly inundated with distractions, and companies find they need to hook users quickly if they want to stay in business. Today, companies are using more than feedback loops. They are deploying desire engines. Desire engines go beyond reinforcing behavior; they create habits, spurring users to act on their own, without the need for expensive external stimuli like advertising. Desire engines are at the heart of many of today’s most habit-forming technologies. Social media, online games, and even good ol’ email utilize desire engines to compel us to use them. -- Humans, like the mice in Skinner’s box, crave predictability and struggle to find patterns, even when none exist. Variability is the brain’s cognitive nemesis and our minds make deduction of cause and effect a priority over other functions like self-control and moderation. If you’ve ever asked someone a question while he or she was engrossed in a video game, only to receive a mumbled “sure, ok, whatever,” you’ve seen this mental state. Players will agree to almost anything to get rid of distraction and keep playing. Variable rewards seem to keep the brain occupied, removing its defenses and providing an opportunity to plant the seeds of new habits.'

marketing engagement thegamingofeverydaylife intermittentvariablerewards addiction
6 weeks ago by adamcrowe

copy to mine

NYTimes.com -- How Companies Learn Your Secrets

'Experiments have shown that most cues fit into one of five categories: location, time, emotional state, other people or the immediately preceding action. -- The process within our brains that creates habits is a three-step loop. First, there is a cue, a trigger that tells your brain to go into automatic mode and which habit to use. Then there is the routine, which can be physical or mental or emotional. Finally, there is a reward, which helps your brain ﬁgure out if this particular loop is worth remembering for the future. Over time, this loop — cue, routine, reward; cue, routine, reward — becomes more and more automatic. The cue and reward become neurologically intertwined until a sense of craving emerges. ...once the loop is established and a habit emerges, your brain stops fully participating in decision-making. Luckily, simply understanding how habits work makes them easier to control. [To update a habit, swap out the old routine for a new one, keeping the original cue and reward.] -- P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place. The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine. Each ad was designed to appeal to the habit loop: when you see a freshly cleaned room (cue), pull out Febreze (routine) and enjoy a smell that says you’ve done a great job (reward). When you finish making a bed (cue), spritz Febreze (routine) and breathe a sweet, contented sigh (reward). Febreze, the ads implied, was a pleasant treat, not a reminder that your home stinks. And so Febreze, a product originally conceived as a revolutionary way to destroy odors, became an air freshener used once things are already clean. Eventually, P.& G. began mentioning to customers that, in addition to smelling sweet, Febreze can actually kill bad odors.'

psychology habits rituals marketing productnarratives
february 2012 by adamcrowe

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Canalside View -- Data Without Context, Results Without Consequence, Counting Without Analysis... An Industry Without Conscience?

'... judging by some of our industry’s public discourse, it would seem that large parts of ad- and marketingland are behaving as if they don’t know the difference between effects and effectiveness. Or as if they think they’re in the entertainment business. In which getting people to watch – and maybe ‘engage’ with – our content is the whole end purpose of the enterprise. If there’s one thing digital stuff is good at, it’s leaving behind it a vast trail of data. It gives us more and more things we can easily and immediately count – searches, views, visits, time on page, bounce rate, exit rate, time on site, linking, forwarding, following, referring, clicking, friending, liking, +ing, and so on. All these things are easy to monitor and count... Tens of thousands of this! Hundreds of thousands of that! But counting and analysis are very different things.'

marketing socialmedia engagement ambientimmediacy thegamingofeverdaylife numbers data kipple
january 2012 by adamcrowe

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Seth Godin -- All Marketers Are Liars by Seth Godin: A new cover, a new foreword, but the same book

'Once we move beyond the simple satisfaction of needs, we move into the complex satisfaction of wants. And wants are hard to measure and difficult to understand. Which makes marketing the fascinating exercise it is. When you are busy telling stories to people who want to hear them, you’ll be tempted to tell stories that just don’t hold up. Lies. Deceptions. The thing is, lying doesn’t pay off any more. That’s because when you fabricate a story that just doesn’t hold up to scrutiny, you get caught. Fast. -- “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” -- If what you’re doing matters, really matters, then I hope you’ll take the time to tell a story. A story that resonates and a story that can become true. When you find a story that works, live that story, make it true, authentic and subject to scrutiny. All marketers are storytellers, only the losers are liars.'

storytelling marketing framing delusion grifting SethGodin from delicious
june 2011 by adamcrowe

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Seth's Blog -- Alignment

'#The Apple relationship: I want Apple to be cool. Apple wants to be cool. That's why there's little pushback on pricing or obsolence or disappointing developers. '#The Walmart relationship: I want the cheapest possible prices and Walmart wants to (actually works hard to) give me the cheapest possible prices. That's why there's little pushback about customer service or employee respect... the goals are aligned. #The demagogue politician relationship: I will feel more powerful if you get elected and get your way. You will feel more powerful if you get elected and get your way.Alignment isn't something you say. It's something you do. Alignment is demonstrated when you make the tough calls, when you see if the thing that matters the most to you is also the thing that matters the most to the other person. The tension that comes from misalignment can work for a while, but it's when alignment kicks in that the enterprise really scales.'

marketing planning strategy
april 2011 by adamcrowe

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Ribbonfarm -- Coloring the Whole Egg: Fixing Integrated Marketing

'Marketers like themselves, salespeople like other people, and PR people like ideas. Each turns his or her personality into a selling strength. On the subject of corporate culture: you don’t need to share core values (impossible) or all values (idiotic and impossible). You just need to share your selling values. This means, when you are wondering whether or not to join a particular company based on cultural fit, you should ask: what’s your preferred selling style (and everybody’s got one, whether or not they are in a selling profession). Do you like selling based on self-perceptions, starting with your own self-perception (sign: you can sell best to people like yourself)? Join a marketing-driven company. Do you like getting to know people and selling in personalized ways (sign: you can sell to anybody)? Join a sales-driven company. And finally, do you like selling ideas (sign: you can sell to anyone who “gets” it; they don’t have to like you or be like you)? Join a PR-driven company.'

strategy marketing sales pr culture
march 2011 by adamcrowe

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Conversation Marketing -- Everything I ever learned about marketing I learned from Dungeons and Dragons

'Give something to your audience – even warm tingles, and they’re one step closer to being happy customers. Give them something and let them beat the bad guy, and they’re yours for life. Everyone wants to have stories to tell. If they’re in the stories, they tell them better. And more often. This storytelling/folklore is the best part of the whole equation, because your audience loves you for making them part of the story, and they help you get the word out at the same time. If beating the bad guys and taking their stuff is the incentive that gets people involved with you, then telling stories is how you can get existing customers to indoctrinate new people into the club and keep them there. How many people here run businesses that live and die on referrals? What’s a referral? Uh-huh. It’s someone telling others how smart they were to choose you. They’re telling the tale of how they conquered the Great Black Beast of Q1 Sales Goals. #Slay monsters #Take their treasure #Tell the tale'

marketing storytelling status psychographics motivations mythology heroism thegamingofeverydaylife * psychology
february 2011 by adamcrowe

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Meme Hacking -- Douglas Rushkoff: Branding Doesn't Work! So Now What? PivotCon 2010 (Video)

"The human organism is attempting to evolve to the next level of awareness. And brands have no place in that conversation—I'm not saying products don't, services don't—brands don't." -- "Now you're dealing with a multi-dimensional, non-fiction conversation between people who are conversing expressly for the purpose of connecting on higher levels of organization." -- "The real problem [with the idea of 'real' social media conversations] is that there's frightfully very little real going on." -- "The reason they want to have the brand conversation is because that's all they are: brand" -- "Social media exists to help people create and exchange value directly with one another." -- "If the company doesn't have the most qualified, the most enthusiastic, people doing the thing that that company does, then nobody is going to care what that company or anyone in it is saying. And if [companies] do ... all you have to do is let them speak and the marketing part will take care of itself."

criticism branding marketing socialmedia productnarratives authenticity peoplearethekillerapp DouglasRushkoff from delicious
february 2011 by adamcrowe

copy to mine

Seth's Blog -- The inevitable decline due to clutter

'As digital marketers seek to increase profits, they almost always make the same mistake. They continue to add more clutter, messaging and offers, because, hey, it's free. Economics tells us that the right thing to do is run the factory until the last item produced is being sold at marginal cost. In other words, keep adding until it doesn't work any more. In fact, human behavior tells us that this is a more permanent effect than we realize. Once you overload the user, you train them not to pay attention. More clutter isn't free. In fact, more clutter is a permanent shift, a desensitization to all the information, not just the last bit. And it's hard to go backward. More is not always better. In fact, more is almost never better.' -- Kipple drives out non-kipple

kipple digital free informationoverload diminishingmarginalutility attention marketing from delicious
december 2010 by adamcrowe

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YouTube -- GoogleTechTalks: Fun is the Future: Mastering Gamification Presented by Gabe Zichermann.

"Think of it as non-fiction gaming." -- "If you don't have a good status system to offer to your users in exchange for their behaviour, you need to give them cash." -- "Games are the only force in the known universe that can get people to take actions which are against their self interest, in a predictable way, without the use of force." -- "No matter what game you're playing, the house always wins. There is no way to beat the house long-term. So you have the choice in a more gamified world, of either being the house, or being played."

thegamingofeverydaylife loyalty wordofmouth marketing status signalling socialgraph gaminggraph
november 2010 by adamcrowe

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TechCrunch -- How Facebook Can Become Bigger In Five Years Than Google Is Today

'If Amazon helps Facebook figure out how to make malls-with-walls and consequently make real shopping money, I have no doubt other e-tailers will follow. If PayPal’s 2009 revenue was $2.8 billion with 87 million active accounts, it’s not a stretch to predict that five years from now Facebook too will have 100 million to 150 million active Credits accounts (at least!) bringing in $5 billion in revenue from this business unit alone. Commerce is the grease that accelerates everything, so it seems like it’s just a matter of time before Facebook can acquire PayPal (for its volume, its risk management, and its fraud detection expertise) and fold it in together representing let’s say $12 billion in annual revenue five years from now, creating a true new currency for the world economy.'

facebook marketing loyalty currency casinogulag subsistenceclicking
october 2010 by adamcrowe

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Earndit: Exercise, Get Rewards

'Sometimes we could all use a little extra motivation to exercise. While you’d think that the allures of better health and a leaner body would be enough to kick us into action, the reality of the matter is that they’re not. Hyperbolic discounting means that humans discount the value of a reward that occurs far into the future, preferring instead a more immediate reward even if its absolute value is less. For example, if I gave Harry the option to receive $10 today or $20 in a month, he’d probably choose $10 today even though it’s financially wiser for him to get $20 in a month. Hyperbolic discounting is the reason why better health and a leaner body down the road are not compelling enough to make us exercise today. So we’ve created a system that gives you more immediate rewards for your exercise. Our hope is to foster a more active lifestyle in each of us, and in turn play a small role in improving the health of our users.' -- Rewards for gym checkins via foursquare, Nike+ activity..

thegamingofeverydaylife gaming metagaming health rewards incentives marketing
september 2010 by adamcrowe

copy to mine

What The Fuck Is My Social Media Strategy?

'Facilitate audience conversations and drive engagement with social currency' (Link to this "strategy")

socialmedia marketing strategy complianceprofessionals lulz from delicious
august 2010 by adamcrowe

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MoLo Rewards

'MoLo Rewards mission is simple: Help people save money and enable retailers and marketers to better serve their customers." MoLo Rewards enables consumers to obtain and redeem retail shopping coupons, gift cards (or as we call them deals) and earn loyalty rewards directly through their mobile phone without the need to clip a paper coupon ever again. All of this is achieved by simply tapping your mobile phone in front of the cash register at the time of purchase. -- MoLo treasure hunt is quite simply a treasure hunt on your mobile phone making use of location based technologies such as GPS as well as your phones camera and yes NFC technologies. So how does it work? First find a treasure hunt you like, accept it, read through the instructions and figure out what the clue is asking you to do, where you need to go or what you need to find. Some hunts will want you to go to a specific location, others will want you to find a specific product.'

marketing loyalty rewards location mobile RDIF treasurehunt
july 2010 by adamcrowe

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The Onion -- Divorced Branding Exec Generates Buzz Before Getting Back Out There

'"Stritch made all the right moves, that's for sure," Guyer said. "Instead of talking a lot about his divorce, which carries the risk of becoming annoying, he only mentioned it to a small number of people in key locations like the office, the gym, his after-work bar, and the coffee shop where that one hottie works. By revealing his 'secret' to a few fashion-forward people and allowing them do the legwork, he created a textbook viral-marketing campaign." "This is probably his best work since Red Bull cocktails," Guyer added.'

TheOnion branding marketing wordofmouth propagation theadvertisedlife lulz satire from delicious
july 2010 by adamcrowe

copy to mine

YouTube -- TEDtalks Simon Sinek: How great leaders inspire action

"People don't buy what you do they buy WHY you do it and what you do simply serves as the proof of what you believe."

emotion innovation marketing positioning
may 2010 by adamcrowe

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WSJ.com -- NBC Shows Send Signals to Recycle, Exercise and Eat Right

'"Behavior placement" is designed to sway viewers to adopt actions they see modeled in their favorite shows. And it helps sell ads to marketers who want to associate their brands with a feel-good, socially aware show. Unlike with product placement, which can seem jarring to savvy viewers, the goal is that viewers won't really notice that Tina Fey is tossing a plastic bottle into the recycle bin...' -- Because this is drama, all that viewers are going to judge is the successful/artful enaction of the action itself, not the symbolic meaning of the action ie., How well did the bottle land in the bin? Was it the first attempt? Was anyone else present? Were they attempting the same action? What do successful or failed actions say about the characters' relative status? -- The other examples are just product/object/environment placement aka fashion and more likely to work in adu-edu-docu-lifestyle-training productions.

goodthink marketing narrativeacts mimicry status
april 2010 by adamcrowe

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TechCrunch -- Friendticker recycles Foursquare’s model for Germany, but with a decent CRM backend

'Friendticker is focused on loyalty rewards and users can change their badges into vouchers that are worth money. The brands get an interface from their Customer Relationship Management (CRM) system to Friendticker and thus change which reward items to offer as well as where and when they are available. The brand may not even be tied to a permanent set of locations. For example, a band that wants to reward fans for coming to multiple concerts on its tour could offer reward items like skipping the queue at the venue or meeting a member of the band. Friendticker has strict privacy controls, something which will appeal to German users over Foursquare. While Foursquare has a new analytics dashboard, local businesses which use Friendticker get only anonymous user information which is automatically deleted after 24 hours.'

foursquare friendticker location loyalty marketing
april 2010 by adamcrowe

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Mashable -- How 5 Brands Are Mastering the Game of Foursquare

'#4.Tasti D-Lite: Rewarding Loyalty ...it helps corporate “push relationships down to the local level and encourage store owners to engage with customers.” To further encourage those public status updates, Tasti D-Lite is already experimenting by populating those automatic updates with coupons that a customer’s friends and followers can redeem at store locations. Emerson says that there may be plans to evolve this so, the “POS system would generate a unique coupon code for a user,” and “that link could be tracked for redemptions,” so that the company could, “potentially reward extra points for the referrals.”' -- Why are they only offering incentives for their own stuff? Location, location, location.

foursquare location loyalty incentives marketing
april 2010 by adamcrowe

copy to mine

Spark -- Full Interview: Jesse Schell on Game Design

Shame in nurturing games within social environments eg. Farmville: "If you know your friends are visiting your farm everyday you'll spend more time and money to keep it tidy." -- Thoughts/gists: Gameification is inevitable in an attention economy. Once offered, people like maximising reward/loyalty points. New real-time tracking/feedback technology will enable more compelling collecting/optimising/completion experiences. Companies are going to be trying to figure out ways to give you points for doing things. They want to own data you care about. "As a game designer you better figure out what side you're on: 4 groups: #persuaders: motivated by money, #fulfillers: create deep experiences, #artists: advance the medium, #humanitarians: motivate 'better' behaviours"

facebook farmville socialgraph socialdesign gamemechanics nurturance shame feedback attention quantifiedself thegamingofeverydaylife advertising marketing ethics JesseSchell
april 2010 by adamcrowe

copy to mine

HIPSTER RUNOFF -- I am a grassroots marketing representative for an energy drink.

'I like my job. I’m good at it. We basically find events where 14-25 year olds are hanging out, then go there with our cooler truck, and encourage them to try our brand of drink. We are real marketers. We don’t just sit back and pray that something goes viral on the internet. To really promote a brand, we have to take it to the people. This is authentic marketing. Roll up your sleeves and get to work. Day after day. Going to the warehouse. Filling up the truck with ice + energy drinks. Driving. Flat screen TVs in the back of our car. Wearing a polo shirt with the brand on it. Casual cool business attire. This is the good life.'

HipsterRunoff marketing affectivelabour brandmodels lulz satire
march 2010 by adamcrowe

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gapingvoid -- “the purpose-idea”: ten questions for mark earls

Earls: '“Brand” is what you get as a result of doing great, not a good guide to what to do – it’s the scoreboard, not the game. -- Put really simply, the Purpose-Idea is the “What For?” of a business, or any kind of community. What exists to change (or protect) in the world, why employees get out of bed in the morning, what difference the business seeks to make on behalf of customers and employees and everyone else? BTW this is not “mission, vision, values” territory – it’s about real drives, passions and beliefs. The stuff that men in suits tend to get embarrassed about because it’s personal. But it’s the stuff that makes the difference between success and failure, because this kind of stuff brings folk together in all aspects of human life.'

branding marketing ideal-actions
february 2010 by adamcrowe

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Google Video -- Steve Rambam: Privacy Is Dead, Get Over It

'Emphasis will be placed on discussing the "digital footprints" that we all leave in our daily lives, and how it is now possible for an investigator (or government Agent) to determine a person's likes and dislikes, religion, political beliefs, sexual orientation, habits, hobbies, friends, family, finances, health and even the person's actual physical whereabouts at any given moment, solely by the use of online data and related activity.'

internet web datamining realitymining identity privacy security surveillance sousveillance plausibledeniability socialgraph psychographics marketing information data #storage #ubiquity leaky panopticon
february 2010 by adamcrowe

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Rory Sutherland's Blog -- And do people in the Advertising Industry understand brands?

Maximisers (cooltards incl. ad folks) vs Satisficers ('the rest of us') -- Satisficers: 'For those people, good enough generally is. Most important of all, they are not using their brand choices to compete with their fellow man, or to draw distinctions between them and their peer-group. They are using them to fit in. To conform, not to outdo. It's safe, after all. Because what you are driven by is not the idea of choice optimisation, but the much more powerful idea of risk aversion. By fitting in, you may not have the best musical taste in the world, or eat the best food, or drive the best car - but you won't go far wrong either. And, when making a puchase, what most people want, most of the time, is not the best they can buy: they want something that's very unlikely to be crap. -- Regret is a huge emotion, and people will pay huge sums to avoid it. And the avoidance of possible regret is a much bigger factor in brand selection than the pursuit of perfection.'

economics praxeology decisions risk loss regret conformity marketing criticaldistance RorySutherland
february 2010 by adamcrowe

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Seth's Blog -- Hunters and Farmers

'10,000 years ago, civilization forked. Farming was invented and the way many people spent their time was changed forever. Clearly, farming is a very different activity from hunting. Farmers spend time sweating the details, worrying about the weather, making smart choices about seeds and breeding and working hard to avoid a bad crop. Hunters, on the other hand, have long periods of distracted noticing interrupted by brief moments of frenzied panic. It's not crazy to imagine that some people are better at one activity than another. -- Marketers confuse the two groups. Are you selling a product that helps farmers... and hoping that hunters will buy it? I think we need to consider teaching, hiring and marketing to these groups in completely different ways. -- #Hunters are in sync with Google, a hunting site, farmers like Facebook. #The woman who reads each issue of Vogue, hurrying through the pages then clicking over to Zappos to overnight order the latest styles—she's hunting.'

evolutionarypsychology psychology psychographics puzzle mystery huntergatherer foraging tidying people marketing SethGodin
february 2010 by adamcrowe

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Lessons Learned -- You buy virtual goods

'...when given the choice, try and move up the hierarchy of value. If given the opportunity to work with two customer segments, one of which sees your product as a basic utility and another of which sees it as a lifestyle statement, choose the latter. IMVU made that choice early on, when we abandoned some profitable customers who wanted to use our product as a regular-IM substitute. There was no way to service them while still engaging with the goths, emos and anime fans who were rapidly becoming IMVU's top evangelists. We doubled-down on identity value, and it worked out well.'

marketing selling strategy virtualgoods decorativeitems status identity selfobjects objects
january 2010 by adamcrowe

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YouTube -- TED: Rory Sutherland: Life lessons from an ad man (Comments)

Comment: JoeTFriday: 'The slave master's dream: Convince the slaves that it is the intangibles like the master's smile and the preacher's promise that constitute the real values in life. Now the state will take over where the slave master left off after being so rudely interrupted by Enlightenment thought. Get used to postmodern subjectivism as the ruling paradigm. There's a world of intangible wealth out there for your enjoyment. The state will use the TANGIBLE goods in your best interest, thank you very much.' -- Reply comment: vidyo555: 'RIGHT ON'

statism ideology relativism marketing advertising rhetoric persuasion propaganda conformity coercion violence ethics morality irrationality
january 2010 by adamcrowe

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LiberaLaw -- Can a Libertarian Also Be a [Marketeer]?

'The marketeer will often resist interference with the current distribution of property rights in a given society, whatever its origin; but the libertarian will be much more likely to favor potentially radical measures designed to rectify past injustices. In addition, the libertarian has no particular reason to endorse the marketeer’s moralizing about market conditions; and the libertarian who [holds] the libertarian ideal ... will surely want to emphasize that some economic conditions [authority/hierarchy/tradition/culture/conformity/etc] that do not involve the misuse of force are nonetheless objectionable because they minimize freedom and reduce people’s effective capacities for responsible action. The libertarian will sometimes find the marketeer a useful ally; but the libertarian should not, I think, want to be a marketeer except when being a marketeer does not involve accepting naïve beliefs about the origin or dynamics of actually existing markets.'

* markets marketing advertising rhetoric persuasion propaganda conformity coercion violence ethics morality freedom libertarianism
january 2010 by adamcrowe

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Copyblogger -- What My Five-Year-Old Son Taught Me About Marketing

'Without all of those complex adult filters, kids are a conduit to something we don’t normally allow in the adult world: pure desire. There are none of the shoulds and should nots, no rationalizations and thoughts of what is proper or responsible. That kid is still inside everyone. So the dead-simple lesson is this: Every sale starts with pure desire. Customers either “want that” or they don’t. The rest is just mental gymnastics to justify that core emotion. Know what your customer really wants.'

psychology marketing advertising desire children
november 2009 by adamcrowe

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Joel on Software -- Figuring out what your company is all about

'Kathy taught me that if you can’t explain your mission in the form, “We help $TYPE_OF_PERSON be awesome at $THING,” you are not going to have passionate users. What’s your tagline? Can you fit it into that template?'

marketing positioning agencyagency
november 2009 by adamcrowe

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YouTube -- The Rise and Fall of ObamaMarketing

Happy talk, keep talkin' happy talk; Talk about things you'd like to do; You got to have a dream; If you don't have a dream; How you gonna have a dream come true?

america theamericandream marketing happytalk groupthink cults
october 2009 by adamcrowe

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The Impact of Sports Marketing on Regular Bros: This Bro is a Witness

'It’s kinda weird how we’re all ‘witnesses’ 2 marketing, and we are impacted by the stuff that is around us. I noticed this bro from Cleveland Ohio who had actually ‘converted his garage’ into some sort of tribute to his favourite African American athlete in the world, an NBA basketball player named LeBron James who plays in the same city. It seemed weird 2 me, mainly because sports don’t really mean anything, and I thought every1 realized that sports is just some sort of intense marketing + branding experiment for males. -- Worried that these types of bros are the ones who ‘actually fall for sports marketing campaigns. TeenBros who believe that they are ‘great’ pride themselves’ in having the latest expensive shoes. TeenBros who believe that they are ‘great’ are never ‘team players.’'

HipsterRunoff sports marketing branding brandmodels nike projection identity selfesteem ego exceptionalism narcissism theadvertisedlife
september 2009 by adamcrowe

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The Onion -- Product Placement Mars Otherwise Exciting Super Bowl

'Eagles quarterback Donovan McNabb, who completed 30 of 51 passes for 357 yards, three touchdowns, and three interceptions, said he would have performed even better if it weren't for the wind and the difficulties he experienced throwing the two-liter Pepsi bottle, the oversized Viagra tablet, and the 13 other objects that served as balls during the game.'

TheOnion sports marketing productplacement kipple lulz satire
september 2009 by adamcrowe

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The Onion -- Pepsi To Cease Advertising: 'We Know It's Good, And That's Enough' Says CEO

'"We know it's good, and everyone's pretty happy with the overall taste, so why spend all our time worrying about what other people think?" PepsiCo CEO Indra K. Nooyi told reporters... "Frankly, it just feels sort of weird and desperate to put all this energy into telling people what to drink. If they don't like it, then they don't like it. You can't taste an ad, anyway. People are going to make up their own minds regardless of whether we spend millions trying to inform them that Taylor Swift drinks Pepsi. I mean, seriously, does it really matter if Taylor Swift drinks Pepsi? She's just a human being like everybody else." Concluding the press conference, Nooyi stated that she wasn't even sure why she was talking about any of this in the first place, asked the assembled reporters whether they didn't have better uses for their time, and suggested that everybody just go home, hug their loving spouses, and play—really, truly play—with their children before life passes them by.'

marketing advertising boredom
september 2009 by adamcrowe

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The Onion -- Man Not Belonging To Movie's Target Demographic Escorted From Theater By Hollywood Officials

'Hollywood officials removed David Sinclair, 24, from the AMC Esquire 7's 9 p.m. showing of The Time Traveler's Wife Monday for failing to meet the minimum gender, age, and socioeconomic status requirements set forth in new guidelines to ensure marketing is reflected in movie audiences. "Looks like this punk is a little too young and a little too male to be here," said Toby Emmerich, president of New Line Cinema, who spotted Sinclair trying to discretely watch the film from the back of the theater.'

demographics marketing theadvertisedlife
september 2009 by adamcrowe

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I work in marketing. I work on the streets. I represent a brand. This is my job.

'I would avoid hiring young people, since they tend to ‘look ashamed’/'disinterested’ in holding up the sign, since they unintentionally outsourced their brand. It seems better to have a ’serious old person’ who thinks they have a real job, or possibly a ‘crazy old man’ who will wave to people and be a jovial extension of your brand. It is important not to hire a krazy homeless man, since he might scare customers away, even if he has tons of experience in professional sign holding. -- Always remember that you have to ‘go to the streets’ to reach real people. While internet advertising ‘looks kewl’, sometimes u have to reach low-end consumers with your low-end product. I believe in the power of holding up signs on the side of the road.'

HipsterRunoff theamericandream consumerism advertising marketing work attention brandmodels affectivelabour recession poverty theadvertisedlife
september 2009 by adamcrowe

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Seth's Blog -- Flipping abundance and scarcity

'We spent a generation believing certain parts of our business needed to be scarce and that advertising and other interruption should be abundant. Part of the pitch of free is that when advertising goes away, you need to make something else abundant in order to gain attention. Then, and only then, will you be able to sell something that's naturally scarce. This is an uncomfortable flip to make, because the stuff you've been charging for feels like it should be charged for, and the new scarcity is often difficult to find. But, especially in the digital world, this is happening, and faster than ever.' -- A good reminder to re-read KK's 'better than free': http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php

economics free abundance scarcity marketing attention
september 2009 by adamcrowe

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The Associated Press -- Web-monitoring software gathers data on kid chats

'Parents who install a leading brand of software to monitor their kids' online activities may be unwittingly allowing the company to read their children's chat messages — and sell the marketing data gathered. Software sold under the Sentry and FamilySafe brands can read private chats conducted through Yahoo, MSN, AOL and other services, and send back data on what kids are saying about such things as movies, music or video games. The information is then offered to businesses seeking ways to tailor their marketing messages to kids. -- Competing data-mining companies such as J.D. Power Web Intelligence, a unit of quality ratings firm J.D. Power and Associates, also trolls the Internet for consumer chats. But Vice President Chase Parker said the company does not read any data that's password-protected, such as the instant message sessions that EchoMetrix collects for advertisers.'

datamining marketing ethics privacy children
september 2009 by adamcrowe

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A Smart Bear -- If Kindergarten were like Social Media Marketing

'#Rachel Davis, the most popular girl in class, writes an eBook explaining how other kids can get popular too. It's well received from pre-K through third grade, but although it contains clear examples and actionable advice, somehow the unpopular kids still never get invited to the cool kids' slumber parties. #Little enterprising Genevieve Morrow puts Google ads on her fingerpaintings, but they don't generate enough cash even to cover her candy necklace habit. She finally starts making real money when she converts her afternoon lemonade stand to resell Thesis WordPress themes to second graders looking to enhance their personal brand. #Teachers explain that "What I did on summer vacation" doesn't grab attention. Better is something actionable ("Five ways to have fun on summer vacation") or provocative ("Why waterparks are more dangerous than you think") or something personally relatable ("What Dora the Explora won't tell you about summer vacation").'

socialmedia behaviours popularity attention marketing satire lulz theadvertisedlife
september 2009 by adamcrowe

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Hipster Runoff Exegesis -- "Do teens RLLY ‘drink coffee’?"

'... Taste buds that never learn to disguish sweet from sour from bitter but that only register abstractions like "fun" and the taste of pleasure. A tongue that tastes only emotions rather than physical properties of consumed substances. These physical properties become even more unknowable to the mind, the food-in-itself a lost dream to the consumer, who can only consume her own expectations. "What does coffee taste like?," Carles asks, "what does beer taste like?" We can never know. Our perceptions of these things are purely self-referential. -- Once perception becomes a matter of interfacing with brands rather than our sensory organs, a trademark synesthesia ensues to the point where sound and taste are no different from one another... ... the brand is written [into] our bodies, which are written and overwritten over and again like any other media storage device, which is that to which we have been reduced.'

marketing branding experience synesthesia mimesis simulation simulacra fake theadvertisedlife RonHorning
september 2009 by adamcrowe

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The Onion -- Pfizer Launches 'Zoloft For Everything' Ad Campaign

'"Zoloft is most commonly prescribed for the treatment of depression and anxiety disorders, but it would be ridiculous to limit such a multi-functional drug to these few uses," Pfizer spokesman Jon Pugh said. "We feel doctors need to stop asking their patients if anything is wrong and start asking if anything could be more right." -- In today's fast-paced world, Vernon said, people don't have time to deal with mood changes. "Zoloft has always helped clinically depressed people modulate serotonin levels and other chemical imbalances that make life unlivable for them," Vernon said. "But now, Zoloft can also help anyone who needs their emotions leveled off. Do you find yourself feeling excited or sad? No one should have to suffer through those harrowing peaks and valleys."' -- One pill to rule them all

pharmacology anxiety emotion mood drugs marketing positioning lulz
september 2009 by adamcrowe

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Wired -- Not Enough Facebook ‘Friends?’ Buy Them

'An Australian online marketing company is selling friends and fans to Facebook members after offering a similar service to Twitter users.“The simple fact is that with a large following on Facebook, you have an instant and targeted group of people you can contact and promote whatever it is you want to promote,” he added. “The only problem is that it can be extremely difficult to achieve such a following, which is where we come in.” The company offers packages for Facebook, the world’s number one social networking site, that start at 1,000 friends up to 10,000 friends at costs ranging from $177 to $1,167. “All we do is send them a welcome message or friend request from the client. If they decide to go ahead and add that person as a friend or a fan then they will; if not, then they won’t." -- Surely someone can write a friend bot to do that.

socialnetworking socialmedia twitter facebook socialgraph attention marketing spam
september 2009 by adamcrowe

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Marginal Utility -- Nanostories, etc.

'Online, the action is the tracing of trends and our own statistically determined significance. Twittering, and then seeing what sort of response it provokes, etc. We are never at a loss for an opportunity to try to garner attention, and these efforts are archived, deepening our potential self, even if it is all noise. The internet has given us means to sell ourselves the way products have long been sold to us, and we’ve embraced them, adopting advertising measuring tools as markers of moral value. ...we manage our public meaning like a brand manager, and perfect the art of culture monitoring—meta consumption of media. We begin to consume the buzz about buzz, or pure buzz, with no concern with what it’s about, only whether we can exploit it for self-promotion. ...nanostories, not suprisingly, preserve the status quo, reinforcing our own vanity and self-centeredness along with the market as timeless, unquestionable norm.'

* psychology socialmedia lifecasting statusupdates behaviours attention addiction intermittentvariablerewards popularity status advertising marketing simulacra popculture meta sentiment self narcissism hype quantifiedself analytics boredom ideology reflexivity circumscription theadvertisedlife culture
september 2009 by adamcrowe

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Wired -- Placebos Are Getting More Effective. Drugmakers Are Desperate to Know Why.

'"To remain dominant in the future, we need to dominate the central nervous system." By attempting to dominate the central nervous system, Big Pharma gambled its future on treating ailments that have turned out to be particularly susceptible to the placebo effect. ...one way that placebo aids recovery is by hacking the mind's ability to predict the future. We are constantly parsing the reactions of those around us—such as the tone a doctor uses to deliver a diagnosis—to generate more-accurate estimations of our fate. One of the most powerful placebogenic triggers is watching someone else experience the benefits of an alleged drug. Researchers call these social aspects of medicine the therapeutic ritual. ...why would the placebo effect seem to be getting stronger worldwide? Part of the answer may be found in the drug industry's own success in marketing its products.'

psychology marketing pharmacology drugs placebo performance therapy theatre augmentationistsvsimmersionists socialproof mimicry hype theadvertisedlife
august 2009 by adamcrowe

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Deep Dive Marketing -- The New Music Business Model: Imogen Heap

Not so much a business model, more an attention model where people enjoy the shared chaos of production and collaborative 'tidy up' towards a finished product. Mess is lore, as some folk say. -- '#Chapter 4: Building it Together: Heap has more than 735,000 followers on Twitter, each of whom feels invested in the making of Ellipse and is eagerly awaiting its release. They’ve been there every step of the way, offered their opinions and insights when asked for advice about songs, helped create Heap’s bio and album art, and were the friends who were always willing to lend an ear… and a hand. #Chapter 6: Heap TweetUps' -- And then the afterparty. -- '#Chapter 7: Cafe Heap' -- And then the product in its solid state is too opaque and so people start looking for the next 'production' to get involved in. #Chapter Z: The awkward second album where any remaining fans demand repeats of attentional gimmicks of which the artist has run out and can only plead, "But it was always about 'the music'."

popculture fandom socialmedia productnarratives engagement attention marketing sharing authenticty culture
august 2009 by adamcrowe

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NeboWeb -- Everyday Life: An Interview with Helge Tenno

Love this guy -- 'My take is that companies are value providers, not product providers. A product in and of itself is completely worthless. It’s not until the product is introduced to a situation that it begins to provide value. As they are already important value providers to it, they need to find out how they can extend this value and add to it through additional services and utilities. In this case I think people will become members subscribing to existing, additional and updated value. Examples could be Nike Plus, Fiat Eco:Drive or MTV backchannel. All of them could be set up for a subscription model instead of a free or paid product model. The games industry is doing this already, with the likes of WOW or Anarchy Online. -- A market is filled with companies producing products for situations. The challenge with the everyday life mindset, and thereby the consequence, is that marketing starts moving to arenas where there is no opportunity to buy the same space the next week.' -- Yup.

marketing productnarratives via:chromacomms
august 2009 by adamcrowe

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Kotaku -- The Everything Disease: A Forensic Analysis of the Popularity of Pokemon

'Every year, in the first week of August, Nintendo, The Pokemon Company, and Japan Rail East hold a promotional event called the "Pokemon Stamp Rally". This has been going on for maybe ten years. The nature and scope of this promotional event is mind-blowing. And if we've consumed the right amount of Brain Lube, the things it implies are even more amazing and depressing.' -- Got to catch them all. Pokemon! -- A brief history of kleptomania (in video games): What stingy consumers started doing was buying games, clearing them, and then selling them back to used shops as soon as they could. So what game developers started doing was #1. Making games needlessly difficult #2. Padding games with artificial barriers such as level-grinding, side quests, etc. It's no tinfoil-hat theory that many of the conventions of the Japanese RPG were born out of publisher mandates such as "keep people from selling the game back in the first two weeks".'

ethnography children marketing gaming rpg grinding japan pokemon collecting obsession fandom kipple lulz
august 2009 by adamcrowe

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BBH Labs -- The Storyteller’s Story

'Mark Cridge talked about the need for a creative director to be comfortable with the idea of curation, rather than control. -- The new movie marketing model shows us that storytelling doesn’t need to be written off as antiquated, one way communication, quite the opposite. Sophisticated stories are spun around the core characters & concept behind a film, all with the aim of driving anticipation, buzz and deeper, more rewarding relationships with fans. -- ...the fundamental shift in storytelling is simply this: we are now in the business of starting stories, not attempting to nail them down from beginning to end. Letting stories take on a life of their own, to be played with, passed around, modified and enriched by the audiences they’re developed for. -- #4. Fans may want to be “hunter gatherers” (see Henry Jenkins on the subject of world-building), piecing together dispersed pieces of content in order to build a fictional world, but they only have so much time to do so.'

literaryculturevsoralculture transmedia storytelling entertainment marketing huntergatherer collectiveintelligence curation tidying additivecomprehension meaning retribalization
august 2009 by adamcrowe

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Technology Review -- How to Stage a Revolution

'... two new qualities of leadership: #The first is the ability to distribute a leader's influence to as many followers within a given time. #The second is the ability to be sufficiently persuasive to change and hold the allegiance of followers who they can influence. When these factors come into play, the balance of power depends on the distribution of leaders. ...the key to seizing power, or at least gaining a significant foothold, is the effective distribution of a small number of leaders within a larger group. "A better distribution pattern has larger influential region and greater clustering factor, which can equip the leaders with the capability of influencing more followers in a given period and strengthening the persuasion power on the followers as well."' -- In the linked paper: '...the mechanism underlying such an apparent “following the minority” in the whole group is due to the scheme of “following the majority” locally.'

business marketing competition groups behaviours herd influence persuasion power swarming patterns spread propagation seeding tactics strategy leadership politics activism guerrilla war standalonecomplex countermeasures *
july 2009 by adamcrowe

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180360720 -- Post Digital Marketing 2009

"Discovering how companies create value in the context surrounding the product is crucial in order to become invaluable inside the most important interface between the company and the customer – the experience." -- Yup. What's your product narrative? Can haz hacks with that? (p185. Good note about the cathedral/bazaar cocreation model.)

productnarratives experience context brandedutility servicecologies transmedia catheralbazaar peopleshaped copycat propagation planning marketing presentations via:iaintait
july 2009 by adamcrowe

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180360720 -- New Strategies Require New Measurements

'People don't know what they want – so stop asking them.' -- What gets numbered gets numb.

productnarratives experience context measurement numbers data planning marketing presentations
july 2009 by adamcrowe

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Scribd -- FREE by Chris Anderson (Full book)

'#Free 1: Simple cross-subsidy #Free 2: Ad-supported #Free 3: Freemium #Free 4: Gift economy -- #Reversible business models: In China, some doctors are paid monthly when their patients are healthy. If you are sick, it’s their fault, so you don’t have to pay that month. It’s their goal to get you healthy and keep you healthy so they can get paid. -- In Denmark, a gym offers a membership program where you pay nothing as long as you show up at least once a week. But miss a week and you have to pay full price for the month. The psychology is brilliant. When you go every week, you feel great about yourself and the gym. But eventually you’ll get busy and miss a week. You’ll pay, but you’ll blame yourself alone. Unlike the usual situation where you pay for a gym you’re not going to, your instinct is not to cancel your membership; instead it’s to redouble your commitment.' -- On the fallacy of consistent price elasticity: 'The truth is that zero is one market and any other price is another.'

economics prices free complements strategy businessmodels marketing selling psychology risk incentives communities participation scale asymmetry networkeffects peerproduction productnarratives information piracy hackersvsvectoralists abundance digital cognitivesurplus temes #processing #storage #bandwidth #ubiquity #specialization google ChrisAnderson books
july 2009 by adamcrowe

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180/360/720 -- REAL value AS it is happening

"Create an arena for measuring value. Where tools are designed to generate real time, live data, by the participants – to be shipped back to the company giving us the data we need in order to develop groundbreaking insights."

marketing realtime measurement productnarratives thegamingofeverydaylife
june 2009 by adamcrowe

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Maschmeyer -- Logotherapy is our Generation's Psychoanalytics

'The Freudian model isn’t holding up like it used to. “Consumer” is a misnomer for today’s producing populace. Pleasure as a personal pursuit has left our society quantifiably unhappy. “Brand”, an arguably psychoanalytics inspired concept, is (slowly but surely) falling out of favor.

psychology marketing consumering meaning logotherapy LelandMaschmeyer
june 2009 by adamcrowe

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Andy Wibbels -- Everything is a Lifestyle

"The way you live your life makes you part of a marketable group."

marketing lifestyles theadvertisedlife
may 2009 by adamcrowe

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The Economist -- Clock-watchers no more: The end of the billable hour

'On April 20th Coca-Cola said it would adopt a “value-based” compensation system for the advertisers that do work for its 400 brands. Rather than paying advertising agencies for hours worked, Coke will pay for results achieved. Assessing a campaign’s value is much harder. Coke, however, thinks it can do just that. Its new model guarantees to cover advertising agencies’ costs, plus a bonus of up to 30%. The bonus depends on a number of metrics, including the agency’s overall performance, and the sales and market share of the products being advertised. Coke insists that its aim is not to cut costs but to inspire creativity and efficiency. -- Ron Baker, author of “Pricing on Purpose”, a book on pricing strategies, thinks service agencies need to grasp that they sell ideas, not time, and that ideas should be generously compensated. Imagine, he says, if J.K. Rowling had been paid by the hour to write about Harry Potter.'

advertising marketing businessmodels measurement numbers equity
may 2009 by adamcrowe

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House of Divine (DivineMK) on Twitter

Tweeting brothel.

sex selling marketing advertising twitter
april 2009 by adamcrowe

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FT -- Why global brands now rise in the east

'The shift in consumer buying power towards emerging markets is not only giving Chinese brands a much better chance of breaking out of their domestic market but is also subtly altering how western companies develop and market global brands. For a long time, global products have been – with varying degrees of subtlety – made in the image of what US consumers wanted, or dreamed. But the US consumer’s influence is waning – or being balanced. Procter & Gamble, the quintessential US consumer packaged goods company, now gains 30 per cent of sales from emerging markets and is launching products such Downy Single Rinse, a fabric softener, outside the US. Exactly what the western consumer will make of it when the influence of Asia becomes apparent in products other than games consoles, we shall find out.' -- Selling an imperial Chinese culture back to improvished Westerners (post-hostilities, of course). Hmm...

branding marketing semiotics culture innovation china
april 2009 by adamcrowe

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Brand Republic -- Twitter agency to be launched on back of Mad Men success

"Carri Bugbee, the PR woman behind some of the much talked about twitter marketing of 'Mad Men', is to build a Twitter-based ad agency for media and entertainment companies. Bugbee said that there are a number of lessons producers and marketers can learn from the 'Mad Men' fan fiction, including that producers should strive to reserve the Twitter accounts for all the characters in whatever show or film they are making. She also advised producers to overcome their need to control all aspects of their work and to use their fans to their advantage." -- Wasn't it just that ad people wanted to roleplay being ad people to prove what good ad people they were? Still, a good idea if they can attract true fans who can authentically flesh out the characters. Endless opportunities for brand/product/service/environment/person placement - and not just placement...

twitter agency marketing pr fanfiction madmen fandom fanon roleplay masks narrativeactivism scripting storytelling transmedia
april 2009 by adamcrowe

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The Memefication of Your Band (2)

#Do not FORCE memes on consumers. #Make sure your memes are either original, or do a good job of copying pre-existing memes. #Know your band. Know your memes. Know your audience. #Don’t feel entitled to anything. Your band’s existence is a journey. #Do not rebel against the biggest news sources. You must embrace them/manipulate them. There is no other way. Become bros. #The tastemaking economy may or may not be more important/fun than bands themselves. #Making+filtering memes = responsibility. #Every one, every band, and every website is searching for authenticity on their own terms. #Every one, every band, and every website is searching for a way to make money on any one’s terms. #Memes can be simple or complex. Usually the more ‘organic’ a meme-birth is, the more likely the meme is to help your brand #There are downsides to creating a fan base with a high demand for your memes, including lack of personal privacy and album leaks."

HipsterRunoff memes memetics planning branding marketing advertising socialmedia realtime distribution propagation parasitism attention lulz boredom satire
march 2009 by adamcrowe

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The Memefication of Your Band

"Your band must invade the Perception Economy. Your Band must no longer be a band. Your band must be a meme. A Meme Which Generates subMemes. These memes must be compelling, intriguing, and interesting enough for people to ‘follow’ or at least think that you are ‘worth following. The modern band is not just about ‘music.’ The modern band must successfully win over fans by finding effective methods to generate themselves into a meme-source worth following. You are more than just your music. You are an aesthetic. You are the news that bros every where need to read about. You need to picture a world where you have at least 20K twitter followers who are eager to follow your lifestream on a meme-to-meme basis. Your band is a meme, which slowly injects the meme economy with new memes that make your band seem ‘more important.’ While your band will always be a group of friends/bros, the perception of your band will grow as the memes which you generate continue to seem ‘more important."

HipsterRunoff memes memetics planning branding marketing advertising socialmedia realtime distribution propagation parasitism attention lulz boredom satire
march 2009 by adamcrowe

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Marketing -- Case studies of brands that are thriving in a recession

Sex (Dating), Drugs (Food, Music, TV), and Gambling (Money)

economics marketing business
march 2009 by adamcrowe

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h8 when memes are mrktng gimmicks

"h8 our modern world. I can’t tell if videos like this are ‘real moments of beauty’ or just gimmick marketing. Do yall know if this act of puberty is authentic, or just something designed by marketing firms?"

theadvertisedlife brandmodels marketing memes authenticity
march 2009 by adamcrowe

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On Time With Nowhere To Go -- 4 p's of my marketing thinking

"#Predictive #Propagative #Personalized #Participatory"

marketing planning strategy predictions propagation personalization participation
march 2009 by adamcrowe

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Herd -- Free gift: influence and how things really spread

Linked PDF: 'Forget influentials, herd-like copying is how brands spread' --"The simple truth is that humans, being first and foremost social creatures, rather than independent agents, rely on copying to learn and to negotiate the rich and sophisticated social reality they inhabit. Copying is our species’ number one learning and adaptive strategy. Copying among a population with frequent interactions creates a pull mechanism by which things – visible behaviours, opinions, skills, fashions and so on – spread through populations. -- Two kinds of copying: #Random copying is a continual [unconscious] process. #Directed copying is somewhat more conscious. Random and directed copying leave different signatures, particularly in patterns of turnover in what constitutes the most popular behaviours. The direction of random copying is quite unpredictable over the long term. Directed copying often results in more steady, potentially predictable, change."

psychology anthropology behaviours copy spread memes mimicry emergence flocking trends habits rituals herd influence conversation scale networks socialnetworking socialmedia marketing planning #socialization #ubiquity pdf
february 2009 by adamcrowe

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Seth's Blog -- Which comes first, the product or the marketing?

"... just about every successful product or service is the result of smart marketing thinking first, followed by a great product that makes the marketing story come true."

marketing productnarratives
february 2009 by adamcrowe

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Seth's Blog -- The difference between a show and a story

"If you don't have a story, then a great show isn't going to help much."

storytelling marketing
february 2009 by adamcrowe

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Kiss Me in 3D

"Create your own make-out session with a hottie - in a 3D experience that feels so real, your computer screen might even fog up!" -- Ahem!

3d hologram marketing
february 2009 by adamcrowe

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YouTube -- Dramatic Shift in Marketing Reality

"Companies, marketers and advertising agencies are facing a dramatic shift in marketing realitiy - and are increasingly failing to connect with consumers.

socialmedia marketing
january 2009 by adamcrowe

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ReadWriteWeb -- 10 Ways Social Media Will Change in 2009

"Social media's new job descriptions will call on subject-matter experts who can plan for relevant interaction within networks and aggregating platforms and bring together products, services, and people." -- No more faking it.

socialmedia marketing communities agencyagency authenticity
january 2009 by adamcrowe

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YouTube -- My Home 2.0 Trailer

"Check out Lloyd, Yue, and Brian as they tech out the Kaczor's house! " -- More related videos of other families

socialmedia marketing verizon serviceecologies transmedia storytelling entertainment realitytv productnarratives narrativeenvironments narrativeobjects archetypes makeover transformation casestudy campfire
january 2009 by adamcrowe

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Adweek -- Social Media: Building on Tradition

"My Home2.0 is a makeover/reality show that documents tech-challenged families learning to use the screens, gadgets, and tools that FiOS enables. The show provides a platform to unite previously disparate efforts, and to provide a communications stream reflecting the family's stories -- online, on TV and in person -- with FiOS as a subtle superhero. But what's particularly compelling is how we are able to use many of the tactics I already had at my disposal, ranging from local parties to door hangers and gas giveaways, in new and more effective ways. With the promise of being part of a TV show, door hangers have become invitations, not junk mail. Gas buy-downs are transformed into show-themed promotions. Local events become casting calls. The TV show drives new and different conversations between Verizon and customers or prospects -- both in person and online."

socialmedia marketing verizon serviceecologies transmedia storytelling entertainment realitytv productnarratives narrativeenvironments narrativeobjects transformation casestudy campfire
january 2009 by adamcrowe

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Campfire -- Case Studies: Verizon: My Home 2.0

'FiOS is Verizon’s fiber optic connection that delivers jaw-dropping Internet speeds and a truly digital home. Verizon asked Campfire to communicate this idea in a way that went beyond speed tests, tech jargon, competitive ads or online banners. The resulting campaign used TV, Web and events in new ways, to tell the story of five families experiencing a 2.0 transformation. Campfire re-appropriated “paid programming” to launch an original technology makeover show, “My Home 2.0,” then supported it with block parties that energized entire neighborhoods along with a website which let viewers enter the story, and chart their own path to 2.0 living.'

transmedia storytelling marketing socialmedia verizon productnarratives transformation communities campfire
january 2009 by adamcrowe

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This Blog Sits at the -- Understanding the whole consumer

'I think some people in marketing continue to work with a narrow view. And I am sure it feels to them like an act of discipline. "Look how closely we scrutinize the consumer. Look how microscopic is our view!" ... this eliminates from view the very things that make the life make sense and opportunities come to view.'

marketing myopia context
january 2009 by adamcrowe

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ChangeThis -- Better Than Free

"To put it simply, how does one make money selling free copies? I have an answer. The simplest way I can put it is thus: #When copies are super abundant, they become worthless. #When copies are super abundant, stuff that can’t be copied becomes scarce and valuable. #When copies are free, you need to sell things that can not be copied. #Well, what can’t be copied? Consider “trust.” -- 8 things better than free.

free economics businessmodels marketing manifesto #ubiquity KevinKelly pdf
december 2008 by adamcrowe

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MIT Convergence Culture Consortium -- FOE3 Liveblog: Session 5 - Franchising, Extensions and Worldbuilding

"#Sharon Ross: When viewers think about "franchising" it connotes commerce and manipulation that's not in a fun way. When audiences talk about "franchising" and "branding" it turns them off. "Worldbuilding" is about community, bonding, the creative aspects, being able to experience the story - it's beyond participation. You become a part of it as a story teller or as a character. "Franchising" feels more limited, even though it's a big part of how it ends up organically working from a business perspective. You don't want to say "narrative extension" to an audience member because it sounds stuffy and not about the pure visceral pleasure - that anything could happen. Narrative doesn't quite encapsulate that. So "worldbuilding" is the draw from a fan perspective.-- #Lance Weiler: It feels weird when you come up with the marketing ideas of transmedia after the original idea... How do you put a price on people's enjoyment?"

transmedia storytelling franchise marketing backlash fandom
november 2008 by adamcrowe

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How Cults Seduce by Alex Wipperfürth and John Grant (2002)

"Cult marketing is indicated for; #A brand which is in a life or death situation, #They have a geniune ideology (you can't fake this): ...but is out of sync with the current context ...and/or they have a crisis which has put them on the defensive ...and/or they have a product that isn't working fully yet ...or a product that's fallen behind, #They are small enough to be the underdog (but not so small that they're not worth fighting for), #The cult activity is for limited period to buy time, #All other avenues have been exhausted

branding marketing cults #specialization AlexWipperfürth JohnGrant pdf
november 2008 by adamcrowe

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The Kaiser -- The Truth About The Age Of Conversation: The Advisor Conspiracy

True.

criticism agencyagency selling socialmedia marketing AoC
october 2008 by adamcrowe

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Marketing & Strategy Innovation Blog -- The Next Competitive Front for Brands Would Be to Own the "Best Stories" and Most Relevant "Search Key Words"

"Real-life customer stories will fuel the re-invention of marketing, all brands in the future will exist between the intersection of a value system and stories around them. Expect that in 3 years the competition of noises and images will evolve into a stage which I call stories war. Every brand will fight not to own a positioning (that’s so old school advertising) but to own stories. The next competitive front for brands would be to own the “best stories” and most relevant "key words” for search."

transmedia marketing storytelling productnarratives storygraph stage metaphor performance design
october 2008 by adamcrowe

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Spotlight Ideas -- Top 250 Blog Posts: Advertising, Marketing, Media & PR

Seriously tempted to go through the whole list.

blogs lists marketing via:chromacomms
september 2008 by adamcrowe

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